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Five Common Reasons Why Your Subscribers Are Not Opening Your Email Newsletter

By the time you’re done, you’ll be able to understand the things you need to avoid

Photo by Bonnie Kittle on Unsplash

In this article, you’ll learn five of the most common reasons why subscribers are not opening your email. By the time you’re done, you’ll be able to understand the things you need to avoid. So you could design an email campaign that’s optimized for frequency and relevance.

You will also learn the value of creating meaningful emails to your customers, especially if you are struggling to create content for your email newsletters. Here are five reasons that may contribute to why your subscribers are not opening your emails.


As an email copywriter who helps e-commerce business owners increase their revenue through email. I have found this to be the most common mistake e-commerce store owners make. Their typical procedure is to send an email at 8:00 AM and then at 1:00 PM the next day. There is no particular time of day. In most cases, emails are sent randomly in hopes of catching subscribers’ attention. Then there are some who send one to three emails a week and then disappear the following week.

Boosting email campaigns at random or without a specific date or time and then, out of nowhere, they will send out a blast email to everyone when the holiday season comes around.

Can you tell me where this will lead? Right. At the SPAM folder.

The key to effective email marketing is consistency. Your role as an owner is to set your ecommerce business’s email schedule and manage the marketing calendar. If you want to increase conversions, it is best to have a clear schedule and follow it.  

To do this, you need to plan your email marketing campaign.

Suppose you will send an email on Wednesday at 10:00 AM. Show up in their inbox every Wednesday at 10:00 AM. If you plan to send three emails per week, you should send three emails at the set time and day of the week. In this way, your subscribers will get into the habit of reading your emails at that time and day.  

You’ve been gone for too long. 

If you own an e-commerce business, you likely have a list of subscribers. Often this list consists of subscribers acquired through lead generation campaigns or customers who made a purchase but never heard from you again. 

You may have only sent an email to these people once or twice since they subscribed. Worst, this list is outdated since you haven’t sent them an email at all.

When you don’t send an email to your subscribers, there’s a good chance they’ll forget they signed up on your list. Sending an email to these subscribers without a clear plan can result in high bounce rates, spam complaints, and unsubscribes. 

To address this, you need to create a campaign schedule where you’ll have to re-introduce your brand again. Then increase the frequency as they become accustomed to your email. It is also best to prune your email list to ensure you’re only sending emails to engaged subscribers.

In case you’ve done everything you can and still, they’ve not opened your email. There’s no sense in sending emails to subscribers who do not open your email. You need to remove them from your list and move on because you are not only wasting your money, you’re also harming the reputation of your domain if you keep on sending emails to these subscribers. 

You’re not segmenting your list. 

One of the challenging aspects of email marketing is ensuring relevance since not every subscriber will want the same offer. Sending the same email to everyone may not be the best strategy because people think differently and don’t use the same product. That’s why you need to segment your subscribers by customer group.

The segments can be filtered by location, gender, age, purchases, birth month, LTV (Lifetime value), and through their engagement. Email service providers such as Klaviyo enable e-commerce owners to create targeted campaigns by filtering their subscribers. Alternatively, you can send a survey to learn more about your subscribers.

The good thing about segmenting your email list is that you can give your audience the content they want and at a frequency most relevant to them, leading to better response and higher conversion rate. 

You don’t call your subscribers by their name.

By that I mean, you need to personalize your email marketing campaign. Your subscribers are eager to hear from you through email as if it were a real conversation. That’s why a personal touch in your emails will make each one look and sound more relevant and tailor-fit to their needs.

Subscribers find personalized emails useful since they speak directly to them. It also strengthens your relationship with them and improves customer experiences.

A simple way to personalize your email is to include your customer’s name.

Customers are more likely to respond to emails with their names included. Emails that have their name assures subscribers that they are dealing with a company that understands what they need. Also, adding their name in the subject line increases the chances of opening your email.

One area that’s often overlooked is product recommendation. Personalize your email by adding your customers’ browsing history and past purchases. This way, you can suggest products that are highly relevant to their interests and needs. Using this strategy increases the probability they will purchase. You can boost conversion rates with real-time, personalized product recommendations based on customers’ behavior and past purchases.

You always offer your products at a discounted price.

All customers want to get the best deal possible.

It is the reason why many e-commerce business owners offer their products at a discount. However, doing so can often diminish the perceived value of your product. It also creates an expectation that the same product will also be discounted in the future. Since discount lowers the perceived value of your product, you can’t maximize your profit margin.

The fact that your products are always on sale indicates a lack of confidence in them. It demonstrates that you don’t believe in the value proposition either when you regularly sell the same item at a discount. It is this lack of confidence that causes customers to wonder if they can trust you. The same reason why customers frequently buy at a regular price from your competitor is because they believe they are offering a much better product. 

Those are five of the most common reasons I encountered while writing emails for e-commerce. Do you have other experiences that are not mentioned above? Share them in the comment box below. I would love to hear from you.

And if you are struggling with these five reasons and want to improve your email marketing strategy to increase your revenue, get in touch with me on Linkedin. I would be happy to audit your Klaviyo account for free.

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Written By

Fred Mosquida is an email copywriter who helps e-commerce businesses with their email marketing campaigns and set up their automated email flows. He has been helping online retailers sell their bike accessories, crystals, socks, supplements, makeup, apparel, kitchenware, home appliances, and a wide variety of other products using Klaviyo for the past 3 years. Fred also teaches at events and in several provinces in the Philippines about the opportunity of working online. According to Fred, the Internet isn't just for viewing videos on YouTube and playing online games. He believes that anyone with basic Internet skills has equal income opportunities. You can connect with Fred on LinkedIn.

1 Comment

1 Comment

  1. Somnath

    20th May 2021 at 9:59 pm

    Very valid points pointed out in this wonderful article. t really helps!

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